Europe’s app market is in flux, with a clear shift in user preferences and revenue streams. Artificial intelligence (AI) apps, particularly ChatGPT, are now dominating downloads, while established social platforms like Facebook have lost ground. A new analysis from AppFigures reveals the most popular apps by downloads and revenue in the European Union, UK, and Turkey, highlighting significant differences in consumer behavior across regions.
The Download Leaders: AI and Shopping Reign Supreme
According to 2025 estimates, ChatGPT topped the EU download charts with over 64 million installs, followed by Temu with nearly 44 million. The next tier of apps – Threads, TikTok, CapCut, and Google Gemini – each reached over 25 million downloads, but the gap widened dramatically after that. Rounding out the top ten were WhatsApp Messenger, Revolut, Vinted, and Lidl Plus.
Other prominent apps in the top 20 included Duolingo, SHEIN, Instagram, Telegram, Klarna, Uber, Microsoft Teams, Canva, Pinterest, and Snapchat. The sheer number of shopping apps – Temu, SHEIN, Vinted, Lidl Plus, and Klarna – indicates a strong consumer focus on digital commerce. The presence of productivity tools like ChatGPT and Google Gemini signals a broader acceptance of AI in daily life.
Revenue vs. Downloads: TikTok Takes the Lead
While downloads show popularity, revenue rankings paint a very different picture. TikTok is the highest-grossing app in the EU, generating over €740 million in estimated revenue. This is despite ranking only fourth by downloads. ChatGPT comes in second at €448 million, proving that AI subscriptions are converting users into paying customers.
Interestingly, dating apps such as Tinder (€429 million) and Bumble (€125 million) rank high in revenue despite not being among the most downloaded. Streaming platforms like Disney+ (€351 million) and Amazon Prime Video (€323 million) also dominate earnings, driven by subscription models. This gap between downloads and revenue underscores that free apps may attract the most users, but subscription-based services generate the most profit.
Regional Differences: The UK and Turkey Stand Out
App preferences vary significantly by country. The UK market shows a stronger presence of local services and financial brands, such as GOV.UK ID Check, HMRC, Monzo, and Tesco. Microsoft Authenticator also appears in the UK top 20, reflecting the importance of digital security in the workplace.
Turkey’s app landscape is markedly different. Government-backed digital services, including e-Devlet Kapısı and e-Nabız, dominate downloads alongside telecom and banking apps like Turkcell, Türk Telekom, and Garanti BBVA Mobile. This demonstrates how deeply integrated public services are in Turkish mobile habits. Local e-commerce platforms, such as Trendyol and sahibinden, also rank highly, indicating a preference for domestic marketplaces.
Key Takeaways: The Rise of AI and Subscription Models
The 2025 app data confirms a clear trend: AI is rapidly becoming mainstream, with ChatGPT leading the charge. Shopping apps are also highly popular, but revenue is increasingly driven by subscription-based services and in-app purchases. These figures reflect total consumer spending before platform fees (Apple and Google’s 30% cut), so developer earnings are lower.
Ultimately, the success of an app depends not just on downloads but on its ability to monetize users effectively, whether through subscriptions, premium features, or digital content.
